Magazine Ads Lose Some Perfume

Print ads, like TV, exist at the very heart of the advertising enterprise. Hence, seeing their numbers decline sharply is an ugly indicator.
According to Publishers Information Bureau data released late Tuesday, magazine advertising pages fell almost 26 percent in the first quarter.
“We are currently in the middle of a period of steep deterioration in ad expenditure,” the report said. “Many are treating advertising as a discretionary expense, and one they find convenient to cut.”
The biggest decline was at U.S. News & World Report, down almost 69 percent, to 72 ad pages, followed by Condé Nast Portfolio, down 60.9 percent. On the flipside, the National Journal is up 42.1 percent to 185 pages, and Fitness is up 28 percent to 199 pages.
[via The New York Times]

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.